LIKE, LINK, SHARE, TWEET:CREATING YOUR VIDEO MARKETING& SOCIAL VIDEO STRATEGYSeptember 29th, 2011Audio Access:United State...
1    •Welcome, Introduction2    •Trends in Discovery3    •What is “Social Video”4    •Video throughout the Life-Cycle5    ...
Courtney PierceCourtney Pierce, Director of Marketing, Brightcove•   For over 10 years, Courtney Pierce has been helping B...
DISCOVERY CONVERGENCE      Search + Social                        00:09
Search Now Looks Beyond Search & Gets Social                                    © 2011 ReelVideo, LLC. All Rights Reserved.
Social = More Important Now Than Ever                                   © 2011 ReelVideo, LLC. All Rights Reserved.
Video IS More “Social” Than Other Media                                  “Video has become one of the most                ...
Video is Inherently Social                      Unique Visitors (millions)1000900      880                       800800700...
YouTube Social Stats•   17 M connected their account to at least one social site    (Facebook, Twitter, Orkut, Buzz, etc) ...
WHAT IS SOCIAL VIDEO?                        00:18
What is Social Video Marketing?        “Social video marketing (SVM) is a component of        an integrated marketing comm...
Create Conversations Throughout The Cycle                                        Strategies                    Video Adver...
COURTNEY PIERCE                  00:36
Like, Link, Share, Tweet:Creating your Video Marketing & Social Media StrategyCourtney Pierce, Director of Marketing, Brig...
Video is… Driving Business Value            Improving Communication With Buyers             Expanding Audiences and Into S...
Social Media and Video                         © 2011 Brightcove, Inc. All Rights Reserved.   16
Video is… Complex                    © 2011 Brightcove, Inc. All Rights Reserved.   17
Brightcove Video Cloud Eliminates Complexity and      Helps You Drive More Value with Video
The Brightcove Online Video Platform  Easily Upload                                                        Easily Deliver ...
Video and Social Media Throughout the Customer Life cycle                                       © 2011 Brightcove, Inc. Al...
Awareness                      SEO                      YouTube                      Social video                      Liv...
Video dramatically improves SEO driving top line traffic        “ Videos are 53 times more likely          than text pages...
Brightcove Video SEO Playbook                                De-mystifying Video SEO                                Contex...
You Tube for AwarenessYouTube Growth           Search Engine Share                          © 2011 Brightcove, Inc. All Ri...
The Blended Distribution StrategyOn YouTube.com                         On Phillips.com   Goal is awareness building      ...
What’s the first organization that comes to mind when you think of innovating with               online video?
Live Events to Drive Awareness                      © 2011 Brightcove, Inc. All Rights Reserved.   27
… with Integrated Social Media                      © 2011 Brightcove, Inc. All Rights Reserved.   28
Reebok – Live Events                       REEBOK Launch                          Live Events                          Vid...
Drive Awareness with User Generated Content                            © 2011 Brightcove, Inc. All Rights Reserved.   30
Holland America  Project: Holland America –  Tourism  Campaign leverages QR  codes and extensive video  and social sharing...
Interest                     Product demos                     Video case studies                     Expert testimonials ...
Branded Portal – Bring Products to Life                                          © 2011 Brightcove, Inc. All Rights Reserv...
Driving Engagement and Sharing
Increase Trust with Video Case Studies                                                                                    ...
© 2011 Brightcove, Inc. All Rights Reserved.   36
Impact of Social MediaMonth over Month Growth Rate forVideo Traffic Referral by Source  Bing 3%   Google 15%   Yahoo 35%  ...
Impact of Trust % Longer View Time Referred Videos vs Found Through Search  Magazine 8%              Broadcast 10%   Onlin...
Trial & Engagement                               Video landing pages                               Video in email         ...
Video Drives Action on Landing Pages and Email    “ Video is a great way to increase interaction,      adding video to ema...
© 2011 Brightcove, Inc. All Rights Reserved.   41
Massive Increase in views – 2,500,000 minutes watched
Up to 90% Increase In Product Sales
Purchase Conversion                      In-player purchase links                      Shoppable Videos                   ...
Shoppable Videoshttp://www.us.thomaspink.com/PinkTV/content/fcp-content                                                   ...
© 2011 Brightcove, Inc. All Rights Reserved.
Loyalty                    Communities                    Customer care                    Corporate image                ...
Loyalty                                                        HOOVER VIDEO INSTRUCTION                                   ...
Loyalty          INTEL                Corporate communications                Community service                CEO updates...
Mobile Apps for Customer Loyalty                                   WAREHOUSE                                    Leading UK...
52
53
54
Video / Social Media Checklist  Enable social sharing buttons in  players.  Enable embed codes for sharing.  Promote shari...
Next Steps             1. Get Inspired             2. Get Educated             3. Get Started             4. Get Connected...
FREE SOCIAL VIDEO WHITEPAPER http://bit.ly/social-video-whitepaper                                         00:54
Q&A      00:40
THANK YOU Please Visit:  www.ReelSEO.com  www.BrightCove.com                       01:00
Social Video Marketing - Strategies for Great Social Video
Upcoming SlideShare
Loading in...5
×

Social Video Marketing - Strategies for Great Social Video

2,722

Published on

http://www.reelseo.com/ Online video marketing and social media marketing are converging at a rapid pace. To successfully market your business with video, it’s now crucial to embrace a more integrated video marketing strategy that takes advantage of video as a social medium. Fortunately, video itself is inherently social and works well with social media to address a wide-range of business marketing goals across the customer life-cycle.

This presentation presents research that reinforces the importance of an integrated social media and video marketing strategy. We'll also walk you through several successful case-studies of companies like Reebok, Phillips, Calvin Klein, PGi and more who are using video to drive awareness, engagement, leads and to increase the stickiness of their site.

See real-world examples of how video can:
- Attract and keep customers on your website.
- Spur customers to take action and increase inbound leads.
- Increase the impact of your SEO and social media strategy.
- Engage your customers to investigate your product more thoroughly.
- Shorten your sales cycle.
- Create a community of your prospects and customers.

Published in: Technology, Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,722
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
126
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Social Video Marketing - Strategies for Great Social Video

  1. 1. LIKE, LINK, SHARE, TWEET:CREATING YOUR VIDEO MARKETING& SOCIAL VIDEO STRATEGYSeptember 29th, 2011Audio Access:United States: 1 (516) 453-0014Canada: 1 (778) 783-0791United Kingdom: 44 (0) 203 535 0620Access Code: 220-237-861
  2. 2. 1 •Welcome, Introduction2 •Trends in Discovery3 •What is “Social Video”4 •Video throughout the Life-Cycle5 •Case Studies & Strategies6 •Q&A
  3. 3. Courtney PierceCourtney Pierce, Director of Marketing, Brightcove• For over 10 years, Courtney Pierce has been helping B2B organizations increase brand awareness and drive demand.• Her focus is helping to establish online video as a meaningful marketing and revenue-generation tool for online businesses.• Prior to Brightcove, Courtney was a Sr. Marketing Manager for FAST, a Microsoft Subsidiary.• She holds a BA in Advertising from Xavier University and is in her second year of the Northeastern MBA program. © 2011 ReelVideo, LLC. All Rights Reserved.
  4. 4. DISCOVERY CONVERGENCE Search + Social 00:09
  5. 5. Search Now Looks Beyond Search & Gets Social © 2011 ReelVideo, LLC. All Rights Reserved.
  6. 6. Social = More Important Now Than Ever © 2011 ReelVideo, LLC. All Rights Reserved.
  7. 7. Video IS More “Social” Than Other Media “Video has become one of the most effective ways to motivate people• More entertaining towards certain behaviors.• More emotional Video is a highly effective• More interactive persuasion technology.”• More engaging• More empowering• More persuasive• More egalitarian• More personal• More impactful with sharing © 2011 ReelVideo, LLC. All Rights Reserved.
  8. 8. Video is Inherently Social Unique Visitors (millions)1000900 880 800800700600500400300200 160100 80 46 0 Facebook YouTube Twitter Linkedin Myspace Source: Google DoubleClick Ad Planner, July 2011 © 2011 ReelVideo, LLC. All Rights Reserved.
  9. 9. YouTube Social Stats• 17 M connected their account to at least one social site (Facebook, Twitter, Orkut, Buzz, etc) – >12M auto-share to at least one social network• 150 years of YouTube video watched/day on FB (2.5x YOY)• > 500 tweets/minute contain YouTube links (3x YOY) – An auto-shared tweet results in 6 new youtube.com sessions on average• 100M users take a social action (likes, shares, comments, etc) every week – >1/2 of YouTube videos have been rated or include comments Source http://www.youtube.com/t/press_statistics © 2011 ReelVideo, LLC. All Rights Reserved.
  10. 10. WHAT IS SOCIAL VIDEO? 00:18
  11. 11. What is Social Video Marketing? “Social video marketing (SVM) is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video. “Requires a balance of entertaining consumers & caring for customers: – Listening to them – Helping them out – Sustaining the relationship – Making them feel like part of a real community © 2011 ReelVideo, LLC. All Rights Reserved.
  12. 12. Create Conversations Throughout The Cycle Strategies Video Advertising, Video SEO, Live Video Events, Social Video, Video Distribution Video SEO, Social Video, Video Chat Website Video, Video Chat Website Video Video Sharing/Social Video/UGC MAKE ALL VIDEOS SHAREABLE © 2011 ReelVideo, LLC. All Rights Reserved.
  13. 13. COURTNEY PIERCE 00:36
  14. 14. Like, Link, Share, Tweet:Creating your Video Marketing & Social Media StrategyCourtney Pierce, Director of Marketing, Brightcove
  15. 15. Video is… Driving Business Value Improving Communication With Buyers Expanding Audiences and Into Stakeholders Converting Browsers Building Brands Bringing Products to Life and Increasing Engagement © 2011 Brightcove, Inc. All Rights Reserved. 15
  16. 16. Social Media and Video © 2011 Brightcove, Inc. All Rights Reserved. 16
  17. 17. Video is… Complex © 2011 Brightcove, Inc. All Rights Reserved. 17
  18. 18. Brightcove Video Cloud Eliminates Complexity and Helps You Drive More Value with Video
  19. 19. The Brightcove Online Video Platform Easily Upload Easily Deliver Videos to any Manually or Device, Destination, Programmatically or Distribution Partner Encoding, Store and Organize Custom Branded Players Advertising, Analytics Live, Mobile and more © 2011 Brightcove, Inc. All Rights Reserved. 19
  20. 20. Video and Social Media Throughout the Customer Life cycle © 2011 Brightcove, Inc. All Rights Reserved. 20
  21. 21. Awareness SEO YouTube Social video Live video User generated content © 2011 Brightcove, Inc. All Rights Reserved. 21
  22. 22. Video dramatically improves SEO driving top line traffic “ Videos are 53 times more likely than text pages to appear on the first page of search results” © 2011 Brightcove, Inc. All Rights Reserved. 22
  23. 23. Brightcove Video SEO Playbook De-mystifying Video SEO Contextual Publishing Inbound Links Video Feeds & Sitemaps Metadata Site Architecture Emerging Techniques © 2011 Brightcove, Inc. All Rights Reserved. 23
  24. 24. You Tube for AwarenessYouTube Growth Search Engine Share © 2011 Brightcove, Inc. All Rights Reserved. 24
  25. 25. The Blended Distribution StrategyOn YouTube.com On Phillips.com Goal is awareness building Goal is interest and conversion Content and environment tuned for Content and environment tuned for viral sharing engagement and action Mixed brand voice Single brand voice Limited customization options Complete creative control Basic analytics – can’t track Deep analytics engagement or geography http://live.philips.com/index.php/global/video/philips-vs-the-sun/27525662001 © 2011 Brightcove, Inc. All Rights Reserved. 25
  26. 26. What’s the first organization that comes to mind when you think of innovating with online video?
  27. 27. Live Events to Drive Awareness © 2011 Brightcove, Inc. All Rights Reserved. 27
  28. 28. … with Integrated Social Media © 2011 Brightcove, Inc. All Rights Reserved. 28
  29. 29. Reebok – Live Events REEBOK Launch Live Events Video Chat Drive awareness and traffic © 2010 Brightcove, Inc. All Rights Reserved. 29
  30. 30. Drive Awareness with User Generated Content © 2011 Brightcove, Inc. All Rights Reserved. 30
  31. 31. Holland America Project: Holland America – Tourism Campaign leverages QR codes and extensive video and social sharing Take a picture of QR code in magazine – launches videos © 2011 Brightcove, Inc. All Rights Reserved.
  32. 32. Interest Product demos Video case studies Expert testimonials © 2011 Brightcove, Inc. All Rights Reserved. 32
  33. 33. Branded Portal – Bring Products to Life © 2011 Brightcove, Inc. All Rights Reserved.
  34. 34. Driving Engagement and Sharing
  35. 35. Increase Trust with Video Case Studies SYMANTEC Over 70% of IT buyers use video to research technology Video customer success stories and testimonials Related video content, product overviews Integrated with multi-touch marketing campaigns Click-thru rates of 45-48%, and a gated (lead creation) conversion rate of 15%.http://www.symantec.com/tv/products/details.jsp?vid=43856568001&subcategory=all_products © 2011 Brightcove, Inc. All Rights Reserved. 35
  36. 36. © 2011 Brightcove, Inc. All Rights Reserved. 36
  37. 37. Impact of Social MediaMonth over Month Growth Rate forVideo Traffic Referral by Source Bing 3% Google 15% Yahoo 35% Twitter 38% Facebook 40%
  38. 38. Impact of Trust % Longer View Time Referred Videos vs Found Through Search Magazine 8% Broadcast 10% Online Media 18%
  39. 39. Trial & Engagement Video landing pages Video in email In-player calls to action © 2011 Brightcove, Inc. All Rights Reserved. 39
  40. 40. Video Drives Action on Landing Pages and Email “ Video is a great way to increase interaction, adding video to email marketing boosts customers’ interaction by as much as 200% to 300%” © 2011 Brightcove, Inc. All Rights Reserved. 40
  41. 41. © 2011 Brightcove, Inc. All Rights Reserved. 41
  42. 42. Massive Increase in views – 2,500,000 minutes watched
  43. 43. Up to 90% Increase In Product Sales
  44. 44. Purchase Conversion In-player purchase links Shoppable Videos Product detail videos Social Sharing © 2011 Brightcove, Inc. All Rights Reserved.
  45. 45. Shoppable Videoshttp://www.us.thomaspink.com/PinkTV/content/fcp-content © 2011 Brightcove, Inc. All Rights Reserved.
  46. 46. © 2011 Brightcove, Inc. All Rights Reserved.
  47. 47. Loyalty Communities Customer care Corporate image Calls-to-action Mobile apps © 2011 Brightcove, Inc. All Rights Reserved. 48
  48. 48. Loyalty HOOVER VIDEO INSTRUCTION GUIDE Assembly videos Operation videos Maintenance videos Directly online catalog integration http://hoover.com/support/video-instruction-guides/ © 2011 Brightcove, Inc. All Rights Reserved. 49
  49. 49. Loyalty INTEL Corporate communications Community service CEO updates © 2011 Brightcove, Inc. All Rights Reserved. 50
  50. 50. Mobile Apps for Customer Loyalty WAREHOUSE Leading UK retailer with 320 stores countrywide Interactive website with video demonstrations UK retailers seeing click through rates in online shopping increase by 30 percent with video Expands reach with video rich iPhone app © 2011 Brightcove, Inc. All Rights Reserved.
  51. 51. 52
  52. 52. 53
  53. 53. 54
  54. 54. Video / Social Media Checklist Enable social sharing buttons in players. Enable embed codes for sharing. Promote sharing at video completion. Create dedicated social sharing templates. Embed clickable calls to action. Use your metadata. Having complete titles, descriptions, and tags will make it easier for your videos to be found in the first place. Review performance © 2011 Brightcove, Inc. All Rights Reserved. 55
  55. 55. Next Steps 1. Get Inspired 2. Get Educated 3. Get Started 4. Get Connected cpierce@brightcove.com © 2011 Brightcove, Inc. All Rights Reserved. 56
  56. 56. FREE SOCIAL VIDEO WHITEPAPER http://bit.ly/social-video-whitepaper 00:54
  57. 57. Q&A 00:40
  58. 58. THANK YOU Please Visit: www.ReelSEO.com www.BrightCove.com 01:00
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×